Direct response television is one of the most effective, cost-efficient ways to reach a large number of prospects, convince them of the value and benefits of your product or service, and convert them into buyers.
Over ten years, I have done over 300 TV commercials and videos, including thirteen infomercials (See our samples here). Today, entrepreneurs with new innovations to large corporations with long established products use infomercials to sell their products and services. Turn on your TV, and you will see competitive infomercials for insurance companies with Medicare, automobile manufactures, and reverse mortgages.
Knowing why, when, and how to produce infomercials has brought million-dollar success stories to businesses, and I believe will to continue to do so as media options expand.
Why Use Infomercials?
There are many ways an infomercial can help generate success for your business. Here are a few:

  • Increase Sales. Infomercials sell products directly to consumers for a diverse audience
  • Generate Leads. Infomercials can be used to generate prospects that will convert to a sale or bring the prospect into their nearest retailer.
  • Gain Retail Distribution. Products that might never see retail distribution are fast-tracked to the largest retailers–after begging–once the infomercial hits.
  • Brand Awareness. Infomercials can function in the same way tradition advertisements do, by helping to create brand identity and develop brands.
  • Continuity Program. Once a consumer’s business is captured with an initial sale, subscription, or club membership, keep your customers buying every month or quarter through till forbid payments.

How to Make Successful Infomercials
To give you as complete an overview as possible of what it takes to make a successful infomercial, let me walk you through the elements one by one:

  • The Product. The products that work best in infomercials are those that are easily demonstrable. Fore example, cosmetics sell well through infomercials because the view can see them being applied, and can compare the heightened level of attractiveness in the person wearing the cosmetic.
  • The Purpose. Research indicates the primary reason many prospects do not buy is that they do not have enough information to make an “educated” buying decision.

 
Infomercials give prospects enough information to educate them about products and services. Tests have proven than, when there is a substantial amount of information to be communicated about a product or service, 30-minute infomercials work best.
 

  • The Presentation. To be effective, your infomercial must capture the attention of the viewer, give them valuable information, whet their appetite for your product or service, and overcome their objections by vividly demonstrating the value and benefits of your product. Don’t forget to
  1. Motivate the view to buy IMMEDIATELY.
  1. Present information in an engaging, easy-to-grasp mix of hard facts, expert advice, verification, personal appeal and the testimonials of satisfied customers. These elements should be combined through the visual impact of television to make your product or service seem irresistible.
  1. Position yourself without being overtly commercial. You can use a professional “spokesperson” or celebrity host to guide viewers through your program, interview independent experts and key company personnel, interact with satisfied customers, an provide transitions through scenes.
  1. Repeat important claims about your product or service. Appropriate visual reinforcement should include the use of eye-catching graphics, video effects, stock documentary footage, still photos and dramatic re-creations.
  1. Use the right music and sound effects to further enhance key moment in the program and increase product value.
  1. Design the entire infomercial to “sell” your product or service.
  1. Present your specific offer through several 3-5 minute hard-hitting, clearly executed commercials, strategically placed between segments.
  1. Include important ordering information, URL, and your 800 number on-screen throughout the commercial segments and at other appropriate times throughout the program.
  1. Make your price attractive. The price of products sold on infomercials is as varied as the products themselves, from $39.00 to over $100,000. However, most are in the $19.95 to $295 range. Many marketers have found their best results come when offering installments, such as four monthly installments at $39 each.
  1. Last but not least important, include a warm summary, a call to action, and a close.

 
Infomercial Costs
Estimating production costs up front is difficult because the prices will depend on the specific elements included in your program. These elements will be determined during the creative phase of your project.
After you have a “treatment” (a blueprint of your program) and a preliminary script, a production budget can be developed. This budget should be completed and approved by you before production begins.
Typical costs for scripting and producing a 30-minute infomercial can range from $100,000-$250,000. This price still gives you an excellent direct response program that includes most, if not all, of the elements outlined above.
Special set construction or production travel may also result in additional charges, as may celebrity talent.
Is Television Right For You?
Many of today’s most impressive business success stories include television because it is probably the best way to deliver product demonstrations with an emotional impact, get reaction from viewers via an 800 number and instantly gauge response.
To see CDMG DR TV samples, click here.
Find out how infomercials can fit into your marketing mix. Contact me at (310) 212-5727 or craig@cdmginc.com

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